esp ZEETV supports Audiencemap
http://www.thehindubusinessline.com/2005/10/19/stories/20051 01903040800.htm
Zee plumps for aMAP ratings over TAM
Purvita Chatterjee
Mumbai , Oct 18
HAVING subscribed to two different audience measurement systems of TAM and aMAP, the Zee network now prefers the latter.
Mr Ashish Kaul, Senior Vice-President, Essel Group, told Business Line, "TAM did enjoy a monopoly all this time but now aMAP provides a wider viewership base, and with its advanced technology, it gives you a clearer picture of where you stand and where your business is headed."
In fact, in the recent past, Zee TV did encounter differences in the data provided by both TAM and aMap over its 'Time Bomb' programme.
It showed the ratings for its programme ahead of the popular K-serials of Star in the post-10 p.m. time slot.
"Since most of our ad money is parked in the outdoor medium, the ratings give a fair idea of the programmes which are not delivering and we do not mind making a course correction. After all we have to make our investments in real time," says Mr Kaul, referring to aMAP's online rating system.
However, aMAP has yet to sign up other broadcasters apart from the Zee Group and this includes the Star Group.
"We have signed up more broadcasters and will be announcing them shortly. However, the Star Group is yet to subscribe to us," said an official from aMAP.
Meanwhile, the MRUC (Media Research User's Council) has taken up cudgels on behalf of the broadcasters to provide more authentic data with regard to audience measurement techniques.
TAM too has issued a press release to outline some of the changes it intends incorporating in its data measurement techniques to cater to the imminent demands of the industry.
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http://www.financialexpress.com/old/fe_full_story.php?conten t_id=165667| The music gets louder | |||||
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| FM stations subscribing to MRUC's Indian Listenership Track now have another option in Radio Audience Measurement. How does it help? | |||||
| VIVEAT SUSAN PINTO | |||||
| Posted online: Thursday, May 31, 2007 at 0000 hours IST | |||||
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| Rival measurement tools are not uncommon in the Rs 15,000-crore Indian advertising and media industry. Among readership surveys, for instance, the industry has been long divided between the National Readership Survey (NRS) and the Indian Readership Survey (IRS). Though talks of a merger of the two have been doing the rounds for some time now, nothing has happened yet. Television audience measurement, meanwhile, has two rival services as well—TAM and aMap. Although TAM is the industry currency, aMap, over the years, has emerged as an alternative for broadcasters wanting to know the viewership of their channels and programmes. Tapan Pal, chief executive officer, aMap, claims that "nearly all broadcasters in the north" are subscribing to the service. However, there are primarily two main supporters of aMap—ZEE TV and NDTV. |
• Television Audience Measurement
The television industry, as we have said in the story, has two rival audience measurement services—TAM and aMap. What differentiates the two services is the technology used for delivering viewership data. aMap, which has a sample size of 27,504 individuals across 6,000 metered homes to TAM's 35,000 individuals in 7,000 metered homes, can provide data on a daily basis.
That is, yesterday's viewership data can reach the subscriber the following morning by 9.30 am. This is possible through a GSM modem, which electronically transfers viewership data from the metered homes to a central server between 2.00 and 5.00 am in the morning. Data is then transferred from the server to the subscriber. This process eliminates the possibility of human error and brings speed. TAM, on the other hand, has deployed GSM technology in the four metros as of now. In the other towns, data is collected manually.
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